When I founded this public relations agency, I embraced six words as our guide: Act justly. Love mercy. Walk humbly. Not only do those words govern my work and my business, they also strongly influence my sense of responsibility to my community.

So now that Rick Chambers & Associates is about to celebrate its one-year anniversary, I wanted to do so in a way that gives back to my community and helps people in need.

Enter the RC&A Underwear Bash! This event will be held on Thursday, March 14, 4 p.m.-6 p.m., in partnership with Old Dog Tavern in downtown Kalamazoo, Michigan. As we mark our anniversary, we're asking those who attend the Bash to bring a package of newly purchased underwear -- men's, women's or children's, any size. Those who donate will receive a coupon for $1 off any food or beverage item at Old Dog Tavern.

The donated underwear will be given to the Kalamazoo Gospel Mission, a homeless shelter serving the greater Kalamazoo area. More information is available on a video posted on our News page.

Why underwear? Because it's an ongoing need among those facing exceptional financial hardship. Something as simple as new underwear for someone who can’t afford it is one way we all can help those who are struggling.I want to offer a special thanks to the good folks at Old Dog Tavern for hosting the event. They share the same commitment to making a difference in the community.

Thanks, too, to everyone who has been so supportive of RC&A throughout our first year. I hope to see you at the Underwear Bash!

Microsoft Corp. appears to be shrugging its shoulders at the simmering consumer discontent over its Office software licensing practices. In an article in Computerworld last week, the tech giant (more or less) confirmed that users of Office 2013 and future versions no longer have the option of transferring the software to a new computer when the old one dies. For folks who hang onto Office software suites until it’s no longer supported, that’s bad news. But let’s face it: Microsoft has that right. Those frugal users are not replenishing Microsoft’s revenue stream often enough – part of the reason behind the company’s paid-subscription, cloud-based service known as Microsoft Office 365($100/year). But from a public relations perspective, Microsoft took the cowardly approach to communicating this change: by merely rewriting a few lines in the nobody-actually-reads-this end-user licensing agreement. Computerworld picked up on the rewrite and asked Microsoft if the change was true. The company’s emailed response was a celebration of brevity: “Correct.” So what happens, Computerworld asked, if a user buys Office 2013, loads it on a computer, and that computer dies a week later or is stolen? “No comment.” Companies that enjoy loyalty and resilience among their customers are those who treat consumers with respect. That means communicating changes like this openly and honestly, inviting dialogue and answering questions with somewhat less arrogance, real or implied. It’s early days yet on this news, so widespread gear-grinding among consumers has yet to begin. But expect another public bashfest upon the company that brought us Clippy and WindowsMe. And when that happens, one wonders if the keister-covering at Microsoft will be as succinct as its media statements.

Seems like every few days someone comes up with a list of best or worst companies, industries or careers. Each comes with varying degrees of fanfare depending on what the list is about and who determines it. While a company may gloat or grouse about its ranking, the truth is that the list itself is meaningless. More important are the behaviors and actions that earn a company its place. Take a recent example from 24/7 Wall Street, which compiled the top 10 most hated companies in America. Read through the rationale for each firm’s result, and you’ll find consistent themes:

Poor external interactions, particularly customer service

Short-sighted business decisions

· Lack of respect for employees Yes, these shortcomings ought to give pause to any company. We can hope those on the “naughty” list will take such failures to heart and rebuild their reputations through meaningful change. But from a PR perspective, companies who see the “nice” lists as an end unto themselves are equally misguided. Earning a “best-of” spot ought to be the result of consistent quality, integrity, performance and respect, not because certain statistics can be assembled to check off the right boxes. And if the motivation is about the list, not about doing the right thing, the truth invariably emerges. Few things are as damaging to a business’ reputation as touting a place on the “nice” list while operating in a disreputable fashion. Any PR benefit from the placement quickly rings hollow, the company comes off as insincere, and the downward reputational spiral continues. My hope is that public relations professionals will serve as the counsel of truth and reason when it comes to these lists. Celebrate what is truly earned, own up to the shortcomings, and find ways to let the positive actions of the company speak volumes.